The document discusses business strategies focusing on understanding customer needs and differentiating from competitors. It emphasizes the importance of identifying target customers, their needs, and the unique benefits a business offers. Additionally, it encourages businesses to build a brand through effective communication and customer interaction.

2. • WHAT IS YOUR BUSINESS ?
• WHO ARE YOUR CUSTOMERS ?
• WHY ARE YOU BETTER THAN
YOUR COMPETITORS?

4. UNDERSTANDING IS EASY

5. LISTENING
Free PDF!

8. NOBODY
BUYS
ANYTHING ANYMORE

9. THEY CHOOSE BETWEEN
OPTIONS

11. THE ONE THING

12. BE DIFFERENT FROM COMPETITION
IN A WAY CUSTOMERS VALUE

13. YOUR BRAND

14. THE SUM OF ALL INTERACTIONS
AN INDIVIDUAL HAS WITH YOU

15. RATIONAL EMOTIONAL
IT RESIDES IN THEIR MIND

16. MONDAY

18. WHY DO I CARE ?

19. CUSTOMERS
PROTECTION
CLARITY
PRICING

20. IS BUILDING A BRAND ENOUGH?

21. -93.9%
1999 2009

22. PROVIDE THE VALUE YOUR
CUSTOMERS EXPECT TODAY

25. BE DIFFERENT FROM
COMPETITION
IN A WAY CUSTOMERS VALUE

26. Five Questions

27. 1
WHO’S YOUR TARGET?

30. MOUNTAIN BIKER
OR
MOM?

32. IDENTIFY YOUR MOST
PROFITABLE CUSTOMERS

33. 2
WHAT DO THEY NEED?

34. WHAT DO THEY NEED?
Emotional Needs
Rational Needs
Price of Entry

36. NEEDS
HIERARCHY
• Escape
•Not Bored • Fun
•Companionship
EMOTIONAL • Easier
•Work Out Longer
RATIONAL •Keep Pace
•For my sport
•Free
PRICE OF ENTRY •Production
Quality

37. “Now we talk about what our
CUSTOMERS care about, not
what we care about.”
- Deekron Kirkorkian, CEO Motion Traxx

38. LISTEN TO YOUR
CUSTOMERS

40. 3
WHAT’S YOUR BENEFIT?

42. WHAT’S YOUR BENEFIT?

43. 4
WHY SHOULD I BELIEVE YOU?

44. THE POWER OF
BECAUSE

45. "Excuse me, I have 5
pages, may I use the
Xerox machine?"

46. "May I use the Xerox
machine because I'm in a
rush?"

47. "May I use the Xerox
machine because I need
to make copies?"

48. REASON TO BELIEVE
vs.

49. REASON TO BELIEVE

50. 5
HOW ARE YOU DIFFERENT
AND SPECIALIZED?

52. DIFFERENTIATION & SPECIALIZATION

53. OH OH.

54. I DON’T DO ANYTHING
DIFFERENT OR BETTER
THAN ANYONE ELSE.

56. THAT’S OK.
JUST MAKE IT UP.

57. AKA: INNOVATION

58. OK, but…HELP!

59. FREE STUFF!
• Free articles
• Bonus:
Free first chapter of the
BUSINESS BLUEPRINT
Visit: WhatBigBrandsKnow.com

60. The Business Blueprint
“I accomplished more in 3 days
with Gerry’s Blueprint than I did
in the previous 3 months.”
– Dave Westlake, President, Print Command, LLC

61. HOW WE MADE
$100 MILLION

62. ALL LIGHT BEER IS THE SAME

63. WHAT CONSUMERS WANT
• GOOD TASTE
• VALUE
• RELAXATION
• LOW CARBS/CALORIES
• SOCIALIZATION
• REFRESHMENT
• COLD BEER
• FUNNY ADS

64. WHAT CONSUMERS WANT
• GOOD TASTE
• VALUE
• RELAXATION
• LOW CARBS/CALORIES
• SOCIALIZATION
• REFRESHMENT
• COLD BEER
• FUNNY ADS

65. 1 TARGET
1
2 NEEDS
3 BENEFIT
4 REASON TO BELIEVE
5 DIFFERENTIATION

66. COORS LIGHT COLD INNOVATION
FROST BREW COOLER SUPER COLD DRAFT
LINER CAN BOX
COLD ACTIVATED
BOTTLE
COLD ACTIVATED CAN

67. COMMUNICATE!

68. WHAT’S YOUR SINGULAR FOCUS?
EMPLOYEES
CUSTOMERS
EVERY TOUCH POINT

69. MARKETING
Sales
Local Force
Website
Coupons
Word of
Gift Cards
Mouth
Loyalty/
Advertising
Referral Your
Business
Customer Printed
Service Materials
Other
Public
online
Relations
resources
Database
Signage
Marketing

70. THIS IS MARKETING
Go after
your
target
Track With your
message

71. YOU ARE BUILDING A BRAND

73. CONTACT GERRY TO SPEAK AT YOUR EVENT
WhatBigBrandsKnow.com
gerry@WhatBigBrandsKnow.com
303-765-2828
“We had a great experience at our Corporate Retreat. Gerry’s great personality, sharp delivery of content and
keen insight on the issues were instrumental in making this event a success. He not only offered our
employees a fresh new perspective but also provided the right tools to make this a thoroughly enjoyable time.”
- Xavier Rabell Torelló - CEO, Areas USA
“Gerry got rave reviews from our business community for his keynote and workshop presentations at our annual
business awards event this year. He provided our businesses with invaluable insights and takeaways that could be
immediately implemented for quick results.”
- Steven Sobiek, Director, Office of Economic Development, Columbus